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Escape from Facebook: The Back Home Strategy Paperback – November 6, 2012

2 out of 5 stars 1 customer review

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Product Details

  • Paperback: 162 pages
  • Publisher: CreateSpace Independent Publishing Platform (November 6, 2012)
  • Language: English
  • ISBN-10: 1480263400
  • ISBN-13: 978-1480263406
  • Product Dimensions: 6 x 0.4 x 9 inches
  • Shipping Weight: 9.9 ounces (View shipping rates and policies)
  • Average Customer Review: 2.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Best Sellers Rank: #9,479,806 in Books (See Top 100 in Books)

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The book is rather short and an easy read, although I suspect that the Italian version might be more polished (the English one cries for an editor). It suggests that focusing too much on external social media, and on Facebook in particular, may lead to losing or possibly alienating users, clients and prospects, depending in how Facebook's terms and conditions evolve. He mentions data from surveys showing that people who follow a certain brand on Facebook tend not to buy the brand's product, while people who join more "vertical social networks" (i.e. those addressing a niche that is more closely related to the product or service) have higher propensity to buy.
Besides instilling some healthy doubt about investing too much on a single social media platform, the book offers platitudes, very limited research evidence and no detailed advice.
What the book misses most though is that Facebook and the likes are not only a tool for digital marketing but can be a tool for employees working in customer service, operations, procurement, technology services, finance, human capital management and so forth.
If marketing and business managers do not understand by now that Facebook is not an end but a means, they have a problem. However if they feel they can use the little advice in this book, then they are really in trouble.
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